Communications Presentation

December 2024

Agenda:

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1. Welcome by the ISSF Media Team
2. Review of 2024: Achievements and Insights
3. Strategy Plan for 2025 and 2026
4. Open Discussion: Collaboration and Next Steps

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The webinar is expected to last approximately one hour.

We look forward to your participation and valuable contributions as we continue to elevate the profile of shooting sport globally.

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ISSF Media team

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Michael Houston

Website Journalist

Concrete Goals achieved

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Fundamentals of structure , culture and process set up under experienced team.

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• Enhanced Digital content – new website and i.e. 96 Mill reach on FB (5.6 mill in 23)

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• Worked with Athletes Committee to establish “Athletes First” approach

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• Improved internal communications with newsletter and workshop for media reps.

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• Media lists of journalists and guidelines for media operations

Taking ISSF To New Heights

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ISSF World Cup Final

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ISSF World Cup Final

New ISSF Comms Team

New ISSF Comms Team

Since January 2024 we implemented a new strategy which focuses on an improved live experience for ISSF events utilising more video and graphic content. We saw exponential growth, reaching 91.2m fans on Facebook and 66m on Instagram.

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FACEBOOK INSTAGRAM

Olympic Monitoring Period

Key social media figures for 1 month from July 19th to August 18^th. Across all platforms ISSF generated 50 million video views. Outstanding performance as it does not include Olympic live footage.

FACEBOOK

Reach: 75,299,885

Views: 10,476,340

Interactions: 595,585

Follower increase: 12,200

Follower growth rate: 19.1%

INSTAGRAM

Reach: 65,335,332

Impressions: 168,029,899

Views: 37,000,000

Interactions: 5,500,000

Follower increase: 11,818

X

Impressions: 1,900,000

Views: 354,100

Interactions: 76,660

New followers: 1,800

Engagement rate: 7.8%

Shooting Sport Goes Viral!

• During Paris 2024, Kim Yeji and Yusuf Dikec went viral fandom on social media.

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• We capitalised on this with our own content and connecting media around the world.

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• Shooting sport shows appeal that is not technical but based on style, fashion and pop culture.

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Building our brand with the media

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• Show our sport as global and truly accessible to all ages, genders, and abilities.

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• More from international competitions – offer support at the key events.

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• Improve our TV Product – increase audiences and media interest.

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• Ride the wave of interest in gaming and e-Sport – as an integral part of the new Olympic e-Sport Games from 2025.

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2025 Action Plan

Build on the foundations laid in 2024. Professionalise and improve in all areas.

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• Work closely with OCs and NFs for photo/video creation and sharing.

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• Preserve ISSF content on digital archives.

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• Promote an “Action Plan” of achievements – covering all strategic pillars.

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• Continue enhancing relations with ASOIF and the new IOC leadership team.

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Work even more closely with stakeholders to maximise impact.

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2025 Strategy - Looking ahead…

Details that count to the media

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• Offer Media training for athletes.
• Create a pronunciation guide for commentators.
• Make available archive of biographies and accolades of athletes.

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Add media section to the ISSF website (Operational support) with feedback option

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What we need from you

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Cooperation + Proactiveness = Benefits ISSF and you

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Example of interesting stories:

• Overcoming adversity (injuries, financial hardships).
• Personal milestones or achievements (e.g., first in their family)
• Winning medals, breaking records.
• Preparations for a major tournament or competition. Handling pressure, setbacks, or losses.
• Upcoming retirement or transition to a new role.
• A day in the life of an athlete or coach.
• Involvement in charitable or social causes. Advocacy for diversity, equity, and inclusion in sports.
• Balancing life as an athlete/coach with other roles. Hobbies or talents outside of sports.
• Breaking stereotypes or setting an example (e.g., first female coach in a male-dominated sport).
• Promoting the sport within their community or country.

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Topics requested by you…

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1. How to attract younger audiences on social media? Is it worthy investing on Instagram and TikTok? What are the most effective approaches to attract younger generations and foster diversity within the sport?
2. How can we use media to effectively counter societal biases and improve public perception of shooting sports?
3. How can federations proactively prepare for and respond to crises or controversies, ensuring trust and credibility are maintained?
4. What strategies work best to showcase athletes’ international success and maximize its influence domestically?
5. What innovative tools or platforms can federations use to improve live event coverage and interact with audiences effectively?

Q&A and Next Steps…

THANK YOU!

ISSF Headquarters

Widenmayerstrasse 16, 80538 Munich, Germany

Phone: +49 89 544 355 0 | Email: munich@issf-sports.org

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https://www.issf-sports.org/